Fox’s ‘The Gifted’ Gets TV’s Biggest Promo Push

B&C has partnered with attention and conversion analytics company iSpot.tv to bring you a weekly chart we call Promo Mojo: Exclusive data showing the top 5 TV promos ranked by TV ad impressions. These are the shows networks have been promoting most heavily to drive tune-in (our data covers the 7-day period through Oct. 1).

On the strength of 395.3 million TV ad impressions for promos leading up to its Oct. 2 premiere, Fox’s The Gifted, another spin-off from Marvel’s X-Men franchise, takes our No. 1 spot. Notably, The Gifted promos have the highest iSpot Attention Index (99) this week, meaning they had fewer interruptions than other promos in our ranking (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

As we’ve noted before in this space, promo impression totals for a show rarely exceed 250 million in a given seven-day period. Remarkably, The Gifted and the next three shows in our top 5 all surpassed the quarter-billion mark.

Impressions - The total impressions within all US households including National Linear (Live & Time-shifted), VOD+OTT, and Local.

Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.